They've had 5(?) years to do that already but they gained initial success and then sat on their laurels while off-brand competitors tried and failed to break into the market.

I tried a couple of cheap Tile competitors but they all wanted you to use their apps and thus weren't very valuable. I almost bought some Tile products around the last Apple event in Fall 2020 but waited because I thought AirTags were going to be released then.

I'm still tracker-less so I'll be picking up a 4 pack of these and I am excited to use them. Here in the US at least, Apple has great marketshare to support a service like this and a proven track record with Find My already. I'm planning a cross country road trip that starts in about 2 months, and I'll feel a lot better about not accidentally leaving my wallet behind at campsite or hotel while I'm in a rush to get back on the road. Then, even if I did, all it takes to hopefully get my stuff back is for someone with an iPhone to walk by it to update it's location.

Unless Apple royally screws up this rollout, I don't see how Tile can continue to dominate marketshare for this sector.